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Paper instructions:
Write a 1,400- to 1,750-word paper in which you describe the elements of the marketing mix: product, place, price, and promotion. Include the following:

• Select an organization with which you are familiar and describe how each one of the four elements of the marketing mix affects the development of the organization’s marketing strategy and tactics.
• Describe how each element is implemented.
• Identify your selected organization and the industry in which it exists.

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Marketing
The breakfast cereal market in Australia has a wide variety of products. Many of the best known breakfast cereals are manufactured by Kellogg’s. The Woolworths online shop has 69 breakfast products made by Kellogg’s alone. It might appear that all breakfast cereals meet a single need: to satisfy one’s hunger at breakfast time. But a closer look at the products indicates that this is not the case. Consider these Kellogg’s brands, and the descriptions for each of the products that can be found on the kelloggs.com.au website:
? All-Bran®
? Coco Pops®
? Crispix®
? Crunchy Nut
? Froot Loops®
? Frosties®
? Guardian®
? Just Right®
? K-Time
? Kellogg’s® Corn Flakes
? LCMs®
? Mini-Wheats®
? Nutri-Grain®
? Rice Bubbles®
? Special K®
? Sultana Bran
? Sustain®

Study the Kellogg’s website and then answer the following questions:
1. Use your understanding of the Marketing Concept to explain why there are so many different Kellogg’s breakfast cereals. Make sure that you address the issue of consumers’ needs in your answer. ????????(1 mark)
2. The home page of the Kellogg’s.com.au website has a tab titled ‘Nutrition’. Study the material that can be found under that tab. What part, or parts, of the consumer buying decision process is Kelloggs helping with here? Why do you think that Kellogg’s includes this information on their website????????(1 mark)
3. Study the Kellogg’s Special K pages on the website, as well as the supplementary information on the separate brand website www.specialk.com.au . From your study of those pages:
a. explain which needs the product is designed to satisfy. Use Maslow to help your explanation.????????(1 Mark)
b. develop a detailed market segment profile of a typical potential customer for the Special K brand.????????(1 mark)
4. What positioning statements can you find on the Kellogg’s website? ??(1 mark)
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Marketing

 

Consumer Fundamentals

Segmentation, targeting, positioning, and differentiation (STP/D) are all important in determining how your customer views the product in the marketplace.

Primary Task Response: Within the Discussion Board area, write 300–400 words that respond to the following questions with your thoughts, ideas, and comments. This will be the foundation for future discussions by your classmates. Be substantive and clear, and use examples to reinforce your ideas.

Complete the following steps for this assignment:
1.Select the following link to visit a Web site that is an online demographic tool used to help establish demographics about customer segments: Zipskinny.com.
2.Key in your zip code.

SAN DIEGO Zip Code; 92101

3.Based on this information, discuss with your colleagues the ways in which your company should segment the targeted customer groups to assist with finding advertising appeals and persuading these groups to buy its products.

4.Briefly discuss the following in your Discussion Board post:

Give 2–3 of your findings about your zip code using the Web site.

———-How does a tool like this one help identify the target market?
———-How can your customer profile be segmented into larger groups? Why would you want to do this?
———-Why did you choose this specific target market?
———-What 2 ways would you appeal to the buying behaviors of this target market, and why?
———- Consider advertising, promotions, contests, and more.
2 SCOLARLY REFERENCES REQUIRED AND CITATIONS NEEDED

For assistance with your assignment, please use your text, Web resources, and all course materials.
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Order Description

Answer any 5 of the 11 Discussions Questions on p 72-73 of your textbook.
? Answer 1 of any of the 3 Exercise Questions on p 73 of your textbook.
? Answer any 5 of the 9 Discussion Questions on p 105-106 of your textbook.
? Answer 1 of any of the 5 Exercise Questions on p 106 of your textbook.
? All answers to the Discussion Questions must be a minimum of 5 sentences in length. Provide fact and personal
insight in your responses.
? All answers to Exercise Questions must be a minimum of 8 sentences in length. Provide fact and personal insight
in your responses

D 72 Part Two Focus on the Customer
franchise-immutable customer loyalty-wcornpanies must not only consistently
exceed the adequate service level but also reach the desired service level. Exceptional f f
service can intensify customers’ loyalty to a point at which they are impervious to 1 .1;
competitive options. 7
Firms might also consider how they present their promises to customers relative
to the competition. In Chapter 14 we describe various techniques for communicating
a firm’s promises, but for now consider two options. First, if the salesperson knows
that no competitor can meet an inflated sales promise in an industry, he could point
that fact out to the customer, thereby refuting the promise made by competitive sales-
people. The second Option is for the provider to follow a sale with a “reality check”
about service delivery. One of us bought a new house from a builder. Typical sales .7 i
promises were made about the quality of the home, some less than accurate, to make 1
the sale. Before closing on the house, the builder conducted a final check on the g. T
house. At the front door, the builder pointed out that each new home has between
3,000 and 5,000 individual elements and that in his experience the typical new home
has 100 to 150 defects. Armed with this reality check, the 32 defects found in the
house then seemed to be a relatively small amount. ‘1
4 Summary Using a conceptual framework of the nature and determinants of customer expecta-
tions of service, we showed in this chapter that customers hold two types of service
expectations: desired service, which reflects what customers want, and adequate ser- i;
vice, or the minimum level of service customers are willing to accept. The desired
service level is less subject to change than the adequate service level. A zone of toler-
ance separates these two levels of expectations. This zone of tolerance varies across j
i customers and can expand or contract for the same customer.
i Customer expectations are influenced by a variety of factors. Desired service
expectations are influenced by personal needs, personal service philosophy, derived
service expectations, explicit service promises, implicit service promises, word-of-
mouth communication, and the customer’s past experience. Adequate service expecta- 3‘
i ‘ tions are influenced by perceived service alternatives and situational factors. These
f : . sources of expectations are the same for end consumers and business customers, for 3
pure service and product-related service, and for experienced customers and inexpe-
p ‘ rienced customers.
7D,.i5c’u’55’ion 1. What is the difference between desired service and adequate service? Why wouldiffg
Questions , a service marketer need to understand both types of service expectations? .f
i ‘ ” ‘ ‘ 2. C’Onsider a recent service purchase that you have made. Which of the factors}:
Q ,_ ‘ ” ,, ‘ ” ‘ influencing expectations were the most important in your decision? Why?
7. – g ‘ i ” i , ‘ ” 3. Why are desired service expectations more stable than adequate service
j ‘ expectations? ‘ . q
i 5; ; , .i ,, . 4. How do the technology changes discussed in the Technology Spotlight‘in this
chapter influence customer expectations?
if T ,.. ~. 5. Describe several instances in which a service company’s explicit service promisesfi
é g . , , . , , were inflated and led you to be disappointed with the service outcome.

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    We employ a number of measures to ensure top quality essays. The papers go through a system of quality control prior to delivery. We run plagiarism checks on each paper to ensure that they will be 100% plagiarism-free. So, only clean copies hit customers’ emails. We also never resell the papers completed by our writers. So, once it is checked using a plagiarism checker, the paper will be unique. Speaking of the academic writing standards, we will stick to the assignment brief given by the customer and assign the perfect writer. By saying “the perfect writer” we mean the one having an academic degree in the customer’s study field and positive feedback from other customers.
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    We keep the quality bar of all papers high. But in case you need some extra brilliance to the paper, here’s what to do. First of all, you can choose a top writer. It means that we will assign an expert with a degree in your subject. And secondly, you can rely on our editing services. Our editors will revise your papers, checking whether or not they comply with high standards of academic writing. In addition, editing entails adjusting content if it’s off the topic, adding more sources, refining the language style, and making sure the referencing style is followed.
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